The Role of Rituals in Consumption

Advertisers aim to transform product consumption into meaningful rituals that evoke emotions. This strategy elevates simple products, like biscuits or beer, to experiences imbued with significance. Professor Mike Norton explains that these rituals can affect consumer behavior by creating emotional connections, influencing preferences, and even shaping relationships and experiences. Brands understand that by instilling rituals around their products, they can foster a deeper engagement and loyalty among their customers.